Email message reports

Email message reports show delivery stats, open rate, click rate, and error diagnostics for each email. Reports update in real time as recipients interact with the message.

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Delivery statistics

Audience Activity and data for messages sent via the API are retained for ~30 days. To retain historical performance, export data using the Dashboard or API. See Exporting Data.

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Delivered

Understand how many recipients received your message, and why others didn’t. Why do we differentiate between total and unique clicks or opens? Unique clicks and opens are only counted once per subscriber, regardless of how many times that subscriber opens or clicks the same email. Total clicks and opens are not unique per subscriber and count every time an email is clicked or opened. The following metrics are specific to email message reports: For detailed metric definitions across all channels, see the Metrics Glossary.

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Open rate

Open events are counted when the email is viewed, though privacy settings and inbox behavior may affect accuracy. See Why are open events low?

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Click-through rate

Measure engagement through link clicks. Click tracking can be enabled or disabled per email send. For more on link behavior, see URLs, links, and deep links and Email unsubscribe links and headers.

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Unsubscribed and reported as spam

Understand opt-outs and spam complaints so you can improve targeting and deliverability.

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Conversions

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Message statistics

Analyze performance trends over time, including engagement and delivery issues. View metrics by:

• 30 days (default)
• 24 hours
• 60 minutes

You can toggle additional metrics like Bounced, ESP Failed, Sent, Spam, Suppressed, Total Clicks, and Total Opens. Use the export icon in the top-right of the graph to download the data.

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Audience activity

The Audience activity report shows how each subscription interacted with a specific message. Results are grouped into categories so you can quickly see how recipients engaged.

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Why audience activity is helpful

Audience activity helps you go beyond delivery counts by showing which specific users fall into each outcome. Use it to:

• Diagnose delivery issues by reviewing failed or unconfirmed deliveries.
• Measure engagement by comparing clicks vs. non-clicks.
• Track churn by identifying unsubscribes tied to a message.
• Segment audiences for retargeting or export.

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Exporting results

You can download audience data with the Export menu:

• Selected activity – exports only the currently viewed tab (for example, all users who did not click).
• All activities – exports the full report across every category.

Exports let you analyze results offline, share with other teams, or merge with your CRM and analytics tools.

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Retargeting users

From any tab, click Send a retargeted message to act on that specific group. You can send:

• New push
• New SMS

This allows you to follow up with only the users in the selected activity group.

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Example use cases

• Send a retargeted push to users in Did not click.
• Send an SMS to users in Did not confirm delivery who may not be reachable via push.
• Follow up with Confirmed delivery users to encourage further engagement.

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Example workflow

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Click activity

The Click Activity section shows a per-link breakdown so you can see which links were clicked and how often. Metric definitions (Unique Clicks, Total Clicks, CTR) are the same as in Click-through rate above.

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FAQ

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Why are my email stats showing zero opens or clicks?

The most common cause is missing CNAME DNS records. Without CNAME records configured for your sending domain, OneSignal cannot track opens, clicks, or unsubscribes — these metrics stay at zero even though emails are being delivered. To verify your DNS records are set up correctly:

1. Go to Dashboard > Settings > Email > Senders.
2. Select your sending domain and check for a green checkmark next to each DNS record, especially the CNAME records used for click and open tracking.
3. If any records show as missing or unverified, follow the Email DNS configuration guide to add them.

If your CNAME records are verified and you still see zero opens, check whether inbox privacy features are blocking tracking. See Why are open events low? below.

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Why are my emails marked as failed?

Failure reasons are shown in the Audience Activity export. Common causes include:

• Misspelled or non-existent domains (e.g. @gmial.com)
• Email addresses already on your ESP’s suppression list
• Using Custom Unsubscribe Links without also unsubscribing via Update User API or CSV Upload
• Previously bounced addresses
• Inboxes throttling un-warmed sender domains (see Warm-up Guide)

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Why are open events low?

Inbox privacy features (e.g., Apple Mail Privacy Protection), ad blockers, and disabled image loading can prevent open events from being recorded. Open tracking is not 100% reliable — test on multiple devices and networks for comparison. See the Open rate section for details on how privacy features affect accuracy.

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Why do I see emails in Pending?

Two main reasons:

1. Scheduled delivery: Especially if auto warm-up is enabled, delivery is spread out.
2. Pending confirmation: Some inboxes delay event feedback up to 8 hours.

If the message stays in Pending, it’s likely sent but not confirmed. Check Sent at in Audience Activity for clues.

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How do I export audience activity data?

In the email message report, scroll to Audience Activity and click Export CSV. The export includes per-recipient delivery status, timestamps, click events, and failure reasons.

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What is the difference between Bounced and Suppressed?

Bounced means the recipient’s mail server rejected the email (e.g., invalid address or full inbox). Suppressed means OneSignal proactively blocked the send because the address was already on the suppression list — for example, from a previous bounce, spam complaint, or unsubscribe.

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